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Representations of Gender and Age in Television Commercials: A Content Analysis

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Abstract:

The present content analysis of prime time television commercials investigated the intersection of gender and age across a random sample of 2,880 commercials. In total, 2,315 speaking characters were assessed. The goal of the study was twofold. While updating the literature on the depictions of women in television commercials, this examination additionally aimed to provide insight into the quality and frequency of these characterizations across all age ranges. Findings suggest that males continue to outnumber their female counterparts, with the quality and diversity of these roles favoring males. Moreover, girls and senior age women tend to fare worst in terms of traditional stereotyping.

Most Common Document Word Stems:

femal (150), age (115), commerci (114), charact (105), male (101), gender (72), televis (63), women (61), n (60), like (48), adult (46), behavior (46), role (43), 2000 (41), young (38), product (38), 1997 (37), portray (37), stereotyp (36), m (34), studi (34),

Author's Keywords:

Gender, age, advertising, television, stereotyping, social cognitive theory
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Association:
Name: International Communication Association
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http://www.icahdq.org


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URL: http://www.allacademic.com/meta/p112323_index.html
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MLA Citation:

Mastro, Dana. and Stern, Susannah. "Representations of Gender and Age in Television Commercials: A Content Analysis" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p112323_index.html>

APA Citation:

Mastro, D. and Stern, S. R. , 2003-05-27 "Representations of Gender and Age in Television Commercials: A Content Analysis" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p112323_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The present content analysis of prime time television commercials investigated the intersection of gender and age across a random sample of 2,880 commercials. In total, 2,315 speaking characters were assessed. The goal of the study was twofold. While updating the literature on the depictions of women in television commercials, this examination additionally aimed to provide insight into the quality and frequency of these characterizations across all age ranges. Findings suggest that males continue to outnumber their female counterparts, with the quality and diversity of these roles favoring males. Moreover, girls and senior age women tend to fare worst in terms of traditional stereotyping.

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Document Type: .PDF
Page count: 28
Word count: 8929
Text sample:
Gender & Age in Commercials 1 Running head: GENDER & AGE IN COMMERCIALS Representations of Gender and Age in Television Commercials: A Content Analysis Gender & Age in Commercials 2 Abstract The present content analysis of prime time television commercials investigated the intersection of gender and age across a random sample of 2 880 commercials. In total 2 315 speaking characters were assessed. The goal of the study was twofold. While updating the literature on the depictions of women
10.45 .001 .02 1=conservative 5=suggestive Female 2.33 2.77 2.83 2.32 2.09 Male 2.64 2.52 2.37 2.07 2.10 Female Body Type 49.39 .001 .17 1=most slim 5=most obese Female 2.94 3.25 2.89 3.80 4.34 Male Body Type 57.76 .001 .15 1=most slim 5=most obese Male 2.69 3.51 3.83 4.46 4.30 Activity 1.91 ns 1=active 5=passive Female 3.26 2.46 2.85 3.23 3.32 Male 3.01 2.72 2.69 3.14 3.38 ______________________________________________________________________________


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